Europe: Constellation plans Hardys wine roll-out

30 March, 2009

EUROPE: Constellation has announced the launch of a new range under its flagship Hardys label.

EUROPE: Constellation has announced the launch of a new range under its flagship Hardys label.

The Hardy’s Cellar Collection will launch initially in the UK on-trade with plans to roll out across Europe.

Varietals include Sauvignon Blanc and Merlot, with a rosé to launch later in the year.

This is part of a £12m spent for the brand. Clare Griffiths, VP of European consumer marketing for Constellation Europe said: “The new, targeted Cellar Collection offering aims both to bring new consumers to Hardys, and to encourage its existing, loyal consumers to buy into different tiers of the range when buying wine for out-of-home consumption. Constellation will continue to innovate and invest in Hardys to build consumer affinity with the brand in the On and Off Trade alike.”

Hardys Cellar Collection will be launching in over 300 Mitchells & Butlers pub outlets from April, supported by bespoke outlet activity to engage both staff and consumers, and a wide range of POS.

 





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